Project Overview
The Tourism Authority of Thailand (TAT) aimed to execute a series of influencer marketing campaigns targeting Chinese travelers across leading social media platforms, including Douyin, Xiaohongshu, Weibo, and Instagram, throughout 2024–2026.
The collaboration began with the Amazing Thailand Maha Songkran 2024 campaign, aiming to raise awareness of Thailand’s iconic Songkran Festival and inspire more Chinese tourists to visit the country during the celebration. Following the campaign’s success, the partnership expanded in 2026 to include key tourism initiatives such as Workation Paradise Throughout Thailand, Thai Festival in Shanghai 2026, and Maha Songkran World Water Festival 2026.
Building on the outstanding results achieved in 2024, TAT continued its partnership with S39 Digital Agency in 2026 to manage multiple tourism campaigns. Through a creator-led marketing strategy, S39 leveraged trusted influencer content to showcase Thailand’s travel experiences and effectively engage Chinese audiences across multiple digital platforms.
Objectives
○ Increase awareness of Songkran and encourage Chinese tourists to visit Thailand.
○ Strengthen Thailand’s positioning as a leading destination for tourism, cultural experiences, and workation.
Scope of Work
S39 Digital Agency provided end-to-end influencer marketing campaign management, including:
○ Developing creator marketing strategies tailored to each campaign.
○ Identifying and recruiting travel, lifestyle, and culture-focused KOLs/KOCs across multiple platforms.
○ Managing the entire creator workflow, including outreach, briefing, content production, and publication.
○ Developing campaign messaging and key communication strategies aligned with each campaign objective.
○ Managing content distribution across Douyin, Xiaohongshu, Weibo, and Instagram.
○ Monitoring campaign performance, analyzing results, and delivering comprehensive performance reports.
Results
The campaigns generated over 59 million views and engagements through collaborations with KOLs and KOCs, significantly increasing awareness of the Amazing Thailand Maha Songkran campaign among Chinese travelers and encouraging travel to Thailand during the festival period.
Following the success of the 2024 campaign, the Tourism Authority of Thailand (TAT) renewed its partnership with S39 Digital Agency to manage additional tourism campaigns throughout 2026. These campaigns collectively achieved more than 600K views and over 70K engagements, further strengthening Thailand’s visibility as a preferred destination for tourism, cultural experiences, and workation among international audiences.
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